Gosha Rubchinskiy relaunches his eponymous brand after 7 years break

He announced it in February on Instagram, and now it’s starting to take shape: Gosha Rubchinskiy is relaunching his own brand, ready to—in his words—“start all over again.”

The comeback kicks off with a first capsule collection of basics: T-shirts, hoodies, sweatpants, bomber jackets, and backpacks, now available in his online store. Jeans and coats will arrive in the coming weeks. The designer also hints at the possibility of doing Haute Couture, but without entering the official Fashion Weeks calendar; instead, he plans a “small world tour” of China, Japan, and the United States to meet directly with his fans.

Rubchinskiy now controls his direct-to-consumer project, although he does not rule out collaborations with multi-brand stores or opening his own boutiques. The new venture is financed with his own capital and the support of friends, a project he describes as a “collective initiative.”

The relaunch comes seven years after his abrupt hiatus in 2018, when his meteoric rise—often sharing the stage with Demna Gvasalia—was halted after he was accused of sending inappropriate messages to a minor. The brand claimed at the time that it was an out-of-context casting exchange. Today, Gosha maintains that version and says he will work with a casting director to manage communication with models and agencies.

After closing, the designer moved on to Yeezy Ye’s brand, and collaborated with Bikkembergs, where he presented at Pitti Uomo. Now, back under his own name, Rubchinskiy promises a new phase that seeks to reconnect with his global community, away from the spotlight of the traditional runway.